Social Communication
type: channel
description: Social Communication. Online Journal is a scientific online double-blind peer-reviewed journal, published since March 2012 by the University of Information Technology and Management in Rzeszow (to 2014 published under the title Komunikacja Społeczna. Czasopismo elektroniczne).
publisher: University of Information Technology and Management in Rzeszow
language: en
publication name: Social Communication
issn: 2450-7563
items: The Impact of Computer-Generated Influencers on Social Media Advertising
items: Moderation by Researchgate Related to Comments on “Predatory” Publishing Practices
items: The Role of Packaging Designers in the Context of the Environmental Crisis
items: Synergy of corporate and personal branding: The example of Stal Mielec FC and Jacek Klimek
items: Courtesy Under Fire: A Structural and Contextual Analysis of Toxic Language in Online Gaming
items: Convergence Processes and Digital Transformation in Polish Media Companies
items: Digital Dialogues: Analyzing the Impact of Social Media on the Effectiveness of Public Health Campaigns
items: The Role of Instagram in Building Journalist’s Personal Brand: An Analysis of Communication Strategies in Social Media
items: Hiromu Arakawa’s Fullmetal Alchemist: Stylistic Nuances of the Comic Book
items: Between commerce and mission: the case of TRUSO.TV, a local television station
items: The Role of Eurosceptic Tabloids in Building Awareness of the British People Ahead of the Referendum on UK Membership in the European Union in 2016
items: A Study on How Age Sensitivity Moderates the Learning of New Health Behaviors via Social Media Platforms
items: Navigating the Digital Frontier: Examining Social Media’s Influence on Print Media News Coverage
items: Exploring Peace Journalism Practices in Reporting on the Israel-Palestine Conflict
items: Reimagining Time and Narrative: Indigenous Temporalities and Social Critique in Rebecca Roanhorse’s Trail of Lightning
items: OLENA ZELENSKA’S ENGAGEMENT ON INSTAGRAM DURING THE FIRST YEAR OF THE AGGRESSION OF THE RUSSIAN FEDERATION AS A TOOL OF UKRAINIAN SOFT POWER. CASE STUDY
items: THE ROLE OF OWNERSHIP IN SHAPING ONLINE NEWS CONTENT: A POLITICAL ECONOMY ANALYSIS
items: SOCIAL NETWORK ANALYSIS: FROM GRAPH THEORY TO APPLICATIONS
items: USAGE OF TIKTOK BY LOW-COST AIRLINES IN COMMUNICATION WITH NEW GENERATION OF CLIENTS
items: The “CONFRONTATION” AND “RIVALRY” IN SELECTED FACEBOOK PROFILES FOR/ABOUT WOMEN. SHORT QUANTITATIVE AND QUALITATIVE ANALYSIS
items: THE SOCIAL POTENTIAL OF FACT-CHECKING IN VERIFYING INFORMATION ABOUT THE WAR IN UKRAINE - A CASE STUDY
items: VOD IN POLAND. MARKET DYNAMICS AND DEVELOPMENT DIRECTIONS
items: COLOR AS A TOOL FOR CONVEYING INFORMATION IN INFOGRAPHICS
items: ENGAGEMENT OF MICROINFLUENCERS IN THE FIELD OF SUSTAINABLE FASHION
items: THE PROMOTION OF VEGANISM BY INFLUENCERS. A CASE STUDY OF SELECTED INSTAGRAM PROFILES
items: COMMUNICATION APPROACH BETWEEN DOCTORS AND PATIENTS REGARDING COVID-19: A STUDY ON MHEALTH APPS
items: THE ROLE OF COMMUNICATION AND ADVOCACY IN RESOLVING CULTURE-BASED CONFLICT: LESSONS FROM EFFORTS TO COMBAT FGM PRACTICES IN KENYA
items: TECHNOLOGY AS A MEDIUM OF ARTISTIC CREATION: THE CASE OF BIOTECHNOLOGY
items: “DADIFICIAL” INTELLIGENCE. FATHERHOOD FROM THE MIDJOURNEY PERSPECTIVE
items: NECROMARKETING IN THE MEDIA AND MARKETING COMMUNICATIONS

The Impact of Computer-Generated Influencers on Social Media Advertising
type: item
description: The paper delves into the new phenomenon of virtual influencers, investigating their rise, impact, and implications for contemporary society. The study aims to determine whether computer-generated influencers can effectively advertise products through social media accounts. The paper describes the concept of influencer marketing in the context of digital marketing. It aims to explain the phenomenon of virtual influencers, i.e., computer-generated characters and their profiles presented on social media. Finally, the results of quantitative and qualitative analyses are presented.
subject: Articles
  topic: section
subject: virtual influencers
  topic: keywords
subject: influencer marketing
  topic: keywords
subject: CGI characters
  topic: keywords
subject: digital marketing
  topic: keywords
subject: social media
  topic: keywords
creator: Karolina Góraj
rights: Copyright (c) 2024
date: 2024-12-19
publication date: 2024-12-19
starting page: 137
ending page: 144
doi: 10.57656/sc-2024-0014

Moderation by Researchgate Related to Comments on “Predatory” Publishing Practices
type: item
description: The intersection between academia and social media is gradually overlapping. The ability to vent personal and professional discord online, either through blogs or social media, has had both positive and negative consequences on academic communication, with the public and/or in the public domain. ResearchGate (RG) is one of the most popular academic social media sites that allows commenting, either in response to published papers or to questions that are posed on that platform. This paper explores an important aspect of a high-profile, topical and controversial 2017 paper (Derek Pyne; Journal of Scholarly Publishing; DOI: 10.3138/jsp.48.3.137) that had based itself on a flawed blacklist created by Jeffrey Beall. In that paper, unfounded claims were made regarding financial rewards as remuneration schemes at a “small business school” in Canada related to publishing papers in “predatory” journals, i.e., in open access journals that were blacklisted by Beall. Based on those claims, Pyne used RG as a platform to target academics at his research institute. Pyne could have, but did not, use the scholarly platform to engage with his colleagues in an academic debate about his controversial findings, causing personal disrepute on three occasions. Consequently, RG was contacted with a claim of defamation on each occasion. Within hours of each claim, Pyne’s comments were deleted. In early May, RG also erased his social media account. The issue of actual or potential insults in the public domain, such as on blogs, is rarely discussed, much less related to academic social media sites like RG. This case study, and the issues discussed herein related to social media more broadly, will be useful for academics to better navigate increasingly challenging publishing waters.
subject: Articles
  topic: section
subject: ethical research
  topic: keywords
subject: invalid claims
  topic: keywords
subject: Jeffrey Beall’s blacklists
  topic: keywords
subject: ResearchGate
  topic: keywords
subject: research spin
  topic: keywords
creator: Panagiotis Tsigaris
creator: Jaime A. Teixeira da Silva
rights: Copyright (c) 2019 Panagiotis Tsigaris, Jaime A. Teixeira da Silva
date: 2019-12-20
publication date: 2019-12-20
doi: 10.2478/sc-2019-0001

The Role of Packaging Designers in the Context of the Environmental Crisis
type: item
description: In the face of a worsening climate crisis and growing consumer awareness of the negative effects of over-consumption, the packaging industry faces the challenge of transforming itself towards more sustainable solutions. Labelling and well-planned production processes that can effectively promote environmental values that benefit both the producer and the environment play a crucial role in this process. Working with experts from other industries involved in creating goods, designers can shape informed and mature visual messages emphasizing the importance of responsible design decisions. The following paper emphasizes that sustainable design requires interdisciplinary knowledge and consideration of long-term effects, such as using and recycling materials, which can help reduce waste generation and promote responsible practices in the packaging industry.
subject: Articles
  topic: section
subject: packaging design
  topic: keywords
subject: sustainability
  topic: keywords
subject: sustainable packaging
  topic: keywords
subject: graphic design
  topic: keywords
subject: packaging
  topic: keywords
creator: Gabriela Selwa
rights: Copyright (c) 2024
date: 2024-12-02
publication date: 2024-12-02
starting page: 131
ending page: 136
doi: 10.57656/sc-2024-0013

Synergy of corporate and personal branding: The example of Stal Mielec FC and Jacek Klimek
type: item
description: The aim of this article is to verify the synergy effect between the personal brand of an organization’s leader and the corporate brand in the context of communication activities and a political campaign. The example of Jacek Klimek, the president of the football club Stal Mielec and a candidate for mayor of Mielec, was used. The impact of his branding activities on the perception of the corporate brand and the use of the club’s image in constructing a political narrative was discussed. The study used an analysis of several hundred press publications from the pre-election campaign period, taking into account visual and thematic elements. The results indicate the important role of synergy in enhancing the image of both the leader and the organization while highlighting the need for careful image management in the political context. The article contributes to the literature on social communication and media sciences by providing empirical findings on the integration of personal and corporate brands.
subject: Articles
  topic: section
subject: personal branding
  topic: keywords
subject: corporate branding
  topic: keywords
subject: image management
  topic: keywords
subject: media studies
  topic: keywords
creator: Szymon Maziarz
rights: Copyright (c) 2024
date: 2024-12-02
publication date: 2024-12-02
starting page: 121
ending page: 130
doi: 10.57656/sc-2024-0012

Courtesy Under Fire: A Structural and Contextual Analysis of Toxic Language in Online Gaming
type: item
description: The paper delves into the phenomenon of toxic language in online gaming, a significant issue that reflects the broader challenges of online interaction between users. Despite online gaming being fairly new, considering other forms of games, its impact and popularity are constantly growing. As such a powerful activity, it naturally bears consequences – one of them being other players. This issue is widespread and does not pertain to a single region. The author establishes that patterns of such toxic language exist, basing the thesis on conducted research, whose main goal was to determine the grammatical structures and context in which toxicity manifests. By analyzing those patterns, the author establishes a foundation for understanding how toxic language manifests, providing a detailed examination of its linguistic structure. The observation also offers insight into the possible causes of increased toxicity.
subject: Articles
  topic: section
subject: toxic language
  topic: keywords
subject: toxicity in online games
  topic: keywords
subject: gamer behaviour
  topic: keywords
subject: gaming culture
  topic: keywords
creator: Dominik Stojak
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 112
ending page: 120
doi: 10.57656/sc-2024-0011

Convergence Processes and Digital Transformation in Polish Media Companies
type: item
description: The thematic scope of the paper outlines the direction of transformation of Polish media concerns and Polish branches of global concerns, which are transforming into media-technology concerns, as well as technology-based multi-business holdings. The aim of this paper and the research conducted is to find out how the use of convergence processes and digital transformation influence the activities of Polish media concerns. It is particularly important to establish what business activities Polish media concerns undertake in response to the dynamic development of technology and what role convergence plays in formulating the product offer of media concerns. The paper presents selected projects and business steps undertaken by the companies in 2020-2023 and the
subject: Articles
  topic: section
subject: Instagram
  topic: keywords
subject: journalist
  topic: keywords
subject: social media
  topic: keywords
subject: communication
  topic: keywords
subject: personal brand
  topic: keywords
creator: Łukasz Kołodziej
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 98
ending page: 111
doi: 10.57656/sc-2024-0010

Digital Dialogues: Analyzing the Impact of Social Media on the Effectiveness of Public Health Campaigns
type: item
description: In the digital age, social media has emerged as a pivotal tool in public health communication, reshaping the landscape of outreach and engagement. This paper investigates the transformative influence of social media platforms on health communication strategies, confronting both opportunities and challenges inherent in this paradigm shift. The study assesses the effectiveness of social media in public health campaigns, scrutinizing its utilization, impact on diverse populations, and the persistent hurdles of misinformation and digital literacy gaps. Employing qualitative content analysis, this research scrutinizes selected public health campaigns from renowned organizations like the CDC, WHO, and UNICEF, spanning from January 2021 to December 2022. Through thematic coding, the study uncovers nuanced insights into engagement dynamics, sentiment distributions, and the prevalence of misinformation across various social media platforms. Key findings underscore the multifaceted nature of social media’s impact, revealing differential engagement patterns, sentiment dynamics, and misinformation challenges. Notably, campaigns leveraging visually engaging formats and fostering community engagement exhibited higher efficacy in driving behavior change. Trust emerged as a cornerstone of effective communication, emphasizing the importance of credibility and transparency in campaign messaging. Moving forward, this research advocates for tailored strategies to combat misinformation, optimize content visibility, and evaluate the enduring impact of social media-driven public health campaigns on health behaviors. By addressing these imperatives, stakeholders can harness the full potential of social media to advance public health agendas and foster informed societies.
subject: Articles
  topic: section
subject: social media
  topic: keywords
subject: public health campaigns
  topic: keywords
subject: misinformation
  topic: keywords
subject: health belief model
  topic: keywords
subject: community engagement
  topic: keywords
subject: behavioral influence
  topic: keywords
creator: Ayu Suryani
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 82
ending page: 97
doi: 10.57656/sc-2024-0009

The Role of Instagram in Building Journalist’s Personal Brand: An Analysis of Communication Strategies in Social Media
type: item
description: Instagram has become one of the most important tools for building a personal brand, especially for journalists. The aim of this article is to examine the role of this platform in shaping the image of journalists and to analyze the communication strategies they use to leverage social media effectively. The paper discusses how journalists build their professional identity, engage audiences, and promote values and content through Instagram. The study covers both the visual and textual aspects of posts and interactions with followers, which are a key element in building the authenticity of a personal brand. The article highlights how Instagram enables journalists to stand out from the competition and influences their work’s perceived credibility and professionalism.
subject: Articles
  topic: section
subject: Instagram
  topic: keywords
subject: journalist
  topic: keywords
subject: social media
  topic: keywords
subject: communication
  topic: keywords
subject: personal brand
  topic: keywords
creator: Wiktoria Sudoł-Kaszuba
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 75
ending page: 80
doi: 10.57656/sc-2024-0008

Hiromu Arakawa’s Fullmetal Alchemist: Stylistic Nuances of the Comic Book
type: item
description: Nowadays, manga is a very popular medium, especially among young people from different areas of the world. The following article analyzes selected volumes of the manga “Fullmetal Alchemist” by Hiromu Arakawa in terms of style and visuals. This manga is one of the better-known titles and has many admirers around the world. In the analysis, the text and illustrations were examined separately. The research made it possible to determine Arakawa’s style of drawing, world creation, characters, and dialogues, to mention a few, and to draw conclusions from them.
subject: Articles
  topic: section
subject: comics
  topic: keywords
subject: manga
  topic: keywords
subject: media
  topic: keywords
subject: Fullmetal Alchemist
  topic: keywords
subject: analysis
  topic: keywords
subject: art
  topic: keywords
subject: drawing
  topic: keywords
subject: Hiromu Arakawa
  topic: keywords
creator: Izabela Lenczowska
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 64
ending page: 74
doi: 10.57656/sc-2024-0007

Between commerce and mission: the case of TRUSO.TV, a local television station
type: item
description: Topics covered by local media will always have their own audience. One of the advantages of local media is the ability to create content specifically formatted for Internet users (e.g., live broadcasts or video content). It can be assumed that both the value and quality of the presented information depend on the journalistic skill level of the local editorial team. The way new media are handled reflects the state of traditional media. Those with an established reputation that has been built over years of fulfilling a social mission do not need to fear new technologies but should instead view them as an addition and a way to build credibility and trust among new viewers. New media allow local stations to engage audiences in local community affairs, providing diverse content (cultural, educational, sports and entertainment programmes) that responds to a wide range of audience interests. This is evident in the case of TRUSO.TV, which produces a variety of content formats. Local television stations require constant funding, typically supported by advertisements from local businesses. However, the current media consumption trends may affect the effectiveness of these advertisements. This article has attempted to demonstrate that a local television station with a long-standing tradition does not need to fear losing its audience. Despite the growing importance of new media, local broadcasters play a crucial role in local communication. It should be noted, however, that the conclusions regarding TRUSO.TV cannot be extrapolated to cable television stations in other cities. Elbląg is where television has existed for 30 years, giving it a brand and recognition among its residents, which may facilitate fulfilling its mission.
subject: Articles
  topic: section
subject: new media
  topic: keywords
subject: local television stations
  topic: keywords
subject: local media
  topic: keywords
subject: cable television
  topic: keywords
subject: commerce vs. mission
  topic: keywords
creator: Monika Kowalska-Rutyna
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 54
ending page: 63
doi: 10.57656/sc-2024-0006

The Role of Eurosceptic Tabloids in Building Awareness of the British People Ahead of the Referendum on UK Membership in the European Union in 2016
type: item
description: The research aimed to explain the role of the leading British tabloids in the 2016 referendum campaign and to show that tabloid populism practised by selected press titles, using several methods and tools, skilfully influenced the formation of public opinion. The study, which was essentially based on content analysis, examined the three most opinion-forming tabloid daily newspapers: “The Sun”, “The Daily Express”, and “The Daily Mail”, which, according to the observers, were and remain populist newspapers. The article is only a contribution to undertaking broader research, the subject of which should be the instrumental role of the British press in shaping attitudes and social opinions hostile to the European Union during Great Britain’s membership in this organization.
subject: Articles
  topic: section
subject: Brexit
  topic: keywords
subject: media
  topic: keywords
subject: tabloids
  topic: keywords
subject: populism
  topic: keywords
subject: tabloid populism
  topic: keywords
subject: migration
  topic: keywords
creator: Marcin Szewczyk
creator: Robert Berliński
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 40
ending page: 53
doi: 10.57656/sc-2024-0005

A Study on How Age Sensitivity Moderates the Learning of New Health Behaviors via Social Media Platforms
type: item
description: The objective of this study was to analyze the moderation effect of Age Sensitivity on the relationship between Cognitive Factors and Self-Regulation of social media users in learning new health behaviors via social media platforms in Sub-Sahara Africa. The study adopted a cross-sectional research design where data were collected and analyzed at one point in time. In line with the requirements of cross-sectional design, quantitative research methods were used to collect, analyze and present the findings. Data were analyzed using descriptive statistics, regressions, modegraphs, and confirmatory analysis in structural equation modelling. Results reveal that the moderation effect of Age Sensitivity is high. Inversely, the moderation effect is low when Age Sensitivity is low. Therefore, high Age Sensitivity will influence Cognitive Factors to create high Self-Regulation of social media users in learning new health behaviors via social media platforms in Sub-Sahara Africa. We learn that individuals with strong beliefs become more self-regulated once they become age-sensitive. Given that Self-Regulation positively influences health behavior, we are confident that the moderation effect of Age Sensitivity in the relationship between Cognitive Factors and Self-Regulation results in positive learning. Therefore, it is important for social media developers to enhance the knowledge of their users. At the same time, they should be mindful of users’ beliefs and ages when packaging health-related content. This will promote information acceptance and consumption, thereby helping to change the Health Behaviors of social media users positively.
subject: Articles
  topic: section
creator: Geoffrey Mayoka Kituyi
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 30
ending page: 39
doi: 10.57656/sc-2024-0004

Navigating the Digital Frontier: Examining Social Media’s Influence on Print Media News Coverage
type: item
description: This study examines the influence of social media on print media news coverage, focusing on integrating social media content into print news production, distribution, and consumption. The research highlights how social media has become a significant source of print media, leading to changes in how news is produced and disseminated. The findings indicate a marked shift in print media’s approach, incorporating social media elements such as quotes and trends, which enhances the breadth of news coverage and public engagement. Social media platforms are now pivotal in news distribution, broadening the reach of print media. The study also observes changes in news consumption patterns influenced by social media algorithms, resulting in more personalized and fragmented news experiences. Overall, social media has reshaped the print media landscape, compelling print outlets to adapt and integrate digital tools to maintain relevance in a transformed media environment.
subject: Articles
  topic: section
subject: Social Media
  topic: keywords
subject: Print Media
  topic: keywords
subject: News Production
  topic: keywords
subject: News Distribution
  topic: keywords
subject: Media Consumption
  topic: keywords
subject: Digital Influence
  topic: keywords
creator: Yared Tewodros
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 20
ending page: 29
doi: 10.57656/sc-2024-0003

Exploring Peace Journalism Practices in Reporting on the Israel-Palestine Conflict
type: item
description: This research examines the application of peace journalism principles in the coverage of the Israel-Palestine conflict during the period of 2023–2024, a time marked by renewed tensions and global attention. Drawing on Johan Galtung’s framework, the study evaluates how major international news outlets, including The New York Times, The Guardian, Al Jazeera, BBC News, and Haaretz, report on the conflict, focusing on criteria such as the emphasis on peace initiatives, avoidance of demonization, use of multi-perspectivity, avoidance of victimization language, and use of de-escalation language. Through content analysis of 200 articles, the study reveals significant variations in adherence to peace journalism principles across different news outlets and temporal phases of the conflict. While BBC News and The Guardian demonstrated strong adherence to peace journalism principles, Al Jazeera exhibited lower adherence in certain areas. The findings underscore the challenges and potential of implementing peace journalism in conflict reporting and highlight the role of educational initiatives in promoting balanced and constructive media representation. Overall, the study contributes to the discourse on media ethics and the role of journalism in conflict zones, providing insights to inform future reporting practices and promote understanding and reconciliation.
subject: Articles
  topic: section
subject: Peace journalism
  topic: keywords
subject: Israel-Palestine conflict
  topic: keywords
subject: Media coverage
  topic: keywords
subject: Conflict reporting
  topic: keywords
subject: Comparative analysis
  topic: keywords
subject: Content analysis
  topic: keywords
creator: Ayu Suryani
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 9
ending page: 19
doi: 10.57656/sc-2024-0002

Reimagining Time and Narrative: Indigenous Temporalities and Social Critique in Rebecca Roanhorse’s Trail of Lightning
type: item
description: This paper explores how Rebecca Roanhorse’s Trail of Lightning reimagines time from an Indigenous perspective, offering a counter-narrative to the linear, clock-driven concept of time prevalent in Western thought. Through a close analysis of the novel mentioned above, the study examines Roanhorse’s integration of cyclical time, mainly through narrative techniques like flashbacks, oral storytelling, and depictions of deep time. These elements disrupt conventional linear storytelling and emphasise the interconnectedness of time, history, and the environment as seen from an Indigenous worldview. Moreover, the paper discusses how these Indigenous temporalities intersect with crucial themes in the novel, such as colonialism and environmental degradation. This intersection provides a nuanced perspective on the dystopian realities Roanhorse portrays, encouraging readers to question and rethink the dominant temporal frameworks that often contribute to environmental and social crises. By challenging these frameworks, Trail of Lightning invites us to consider a more holistic and sustainable approach to time—one that acknowledges the continuous flow of stories and events that shape our past, present, and future. In terms of methodology, the paper draws on insights from Indigenous studies scholars, including Kyle Whyte, and research from the environmental humanities to frame its analysis.
subject: Articles
  topic: section
subject: narrative disruption
  topic: keywords
subject: temporal narratives
  topic: keywords
subject: speculative fiction
  topic: keywords
subject: environmental crisis and media
  topic: keywords
subject: Indigenous studies
  topic: keywords
subject: colonialism and media
  topic: keywords
subject: cyclical time
  topic: keywords
subject: deep time
  topic: keywords
subject: environmental degradation
  topic: keywords
creator: Paula Wieczorek
rights: Copyright (c) 2024
date: 2024-12-03
publication date: 2024-12-03
starting page: 1
ending page: 8
doi: 10.57656/sc-2024-0001

OLENA ZELENSKA’S ENGAGEMENT ON INSTAGRAM DURING THE FIRST YEAR OF THE AGGRESSION OF THE RUSSIAN FEDERATION AS A TOOL OF UKRAINIAN SOFT POWER. CASE STUDY
type: item
description: This study examines Olena Zelenska’s media engagement during the first year of the war, with her Instagram profile as an example of building Ukrainian soft power. Analysing the thematic categories of Instagram posts used to build Ukrainian soft power, published by the First Lady of Ukraine on Instagram during the first year of Russian Federation’s aggression against Ukraine, i.e., from February 24th, 2022 to February 24th, 2023. Methods: qualitative analysis of content, media discourse analysis method. The contents of Olena Zelenska’s posts on her official Instagram profile during the first year of the war can be considered a tool for building Ukrainian soft power. Zelenska uses it to convey values such as freedom, truth, concern for the children and women caught in the war, but also by showcasing the highlights of the broadly defined Ukrainian culture and showing the state policy in the context of the war, but most importantly, to convey faith in Ukrainian victory. Zelenska uplifted her compatriots, brought them hope, while asking the leaders of other countries for aid. She did not enforce anything or give any orders (i.e., did not use hard power), but rather used encouragement and emotion, and lead by example, thus enticing others to share her values (soft power). The results of the study show how Instagram can become an important tool for building soft power by engaging important actors on state level.
subject: Articles
  topic: section
subject: Instagram
  topic: keywords
subject: war
  topic: keywords
subject: Zelenska
  topic: keywords
subject: Ukraine
  topic: keywords
subject: victory
  topic: keywords
subject: culture
  topic: keywords
creator: Milena Kindziuk
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 179
ending page: 190
doi: 10.57656/sc-2023-0014

THE ROLE OF OWNERSHIP IN SHAPING ONLINE NEWS CONTENT: A POLITICAL ECONOMY ANALYSIS
type: item
description: There is a correlation between the ownership of media outlets and the selection of news content in Bangladesh because of the growth of online media. This study examines the ownership and media content of www.prothomalo.com, the most prominent online news portal in Bangladesh. The analysis was conducted using a qualitative approach and in-depth interviews. Four important elements are discussed: the ownership pattern and their reasons for investing in this sector; the corporate relationship between the business firms and www.prothomalo.com; news content categories and their presentation on www.prothomalo.com; and cited sources on www.prothomalo.com. The findings suggest that the ownership of online media outlets by corporate conglomerates raises concerns regarding the independence, objectivity and restricts the diversity of online news in Bangladesh.
subject: Articles
  topic: section
subject: Political Economy
  topic: keywords
subject: Ownership
  topic: keywords
subject: Online Media
  topic: keywords
subject: Prothom Alo
  topic: keywords
subject: Bangladesh
  topic: keywords
creator: MD Masud Un Nabi
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 165
ending page: 178
doi: 10.57656/sc-2023-0013

SOCIAL NETWORK ANALYSIS: FROM GRAPH THEORY TO APPLICATIONS
type: item
description: Social Network Analysis (SNA) is a powerful interdisciplinary field that explores the patterns and dynamics of relationships between individuals, groups, organizations, and even entire societies. This article provides an overview of SNA, tracing its roots in graph theory and highlighting its various applications in fields such as sociology, computer science, business, and epidemiology. By examining the theoretical foundations of SNA and its practical implementations, this article aims to demonstrate the importance of SNA in understanding social structures, information diffusion, impact dynamics, and collective behavior. In addition, the article discusses the methodologies and tools used in SNA research, including data collection, network visualization and network metrics. Through a comprehensive analysis of SNA techniques and their applications, this article contributes to the growing knowledge in the analysis of social networks and encourages further exploration of this rich field.
subject: Articles
  topic: section
subject: analysis of social networks
  topic: keywords
subject: graph theory
  topic: keywords
subject: networks
  topic: keywords
subject: relationships
  topic: keywords
subject: dynamics
  topic: keywords
subject: applications
  topic: keywords
subject: methodology
  topic: keywords
creator: Wojciech Golędzinowski
creator: Władysław Błocki
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 151
ending page: 164
doi: 10.57656/sc-2023-0012

USAGE OF TIKTOK BY LOW-COST AIRLINES IN COMMUNICATION WITH NEW GENERATION OF CLIENTS
type: item
description: The purpose of this article is to examine different approaches to TikTok of two low-cost Anglo-Saxon air carriers based on an analysis of their presence on the social media platform, TikTok. It seeks to the answer of the questions of how airlines are using the platform to reach new audiences, how low-cost airlines adapt their communication strategies to align with the unique characteristics and trends of TikTok and what factors contribute to the success or failure of TikTok content in capturing the attention and interest of the target audience. It assesses the effectiveness of Ryanair and EasyJet respective strategies in terms of engagement, reach and share of voice. The article also discusses the challenges and opportunities posed by TikTok for airlines and the travel industry in general.
subject: Articles
  topic: section
subject: TikTok
  topic: keywords
subject: Ryanair
  topic: keywords
subject: easyJet
  topic: keywords
subject: Generation Z
  topic: keywords
subject: airlines
  topic: keywords
subject: social media
  topic: keywords
creator: Michał Wichrowski
creator: Mateusz Bacik
creator: Wiktoria Stelmach
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 134
ending page: 150
doi: 10.57656/sc-2023-0011

The “CONFRONTATION” AND “RIVALRY” IN SELECTED FACEBOOK PROFILES FOR/ABOUT WOMEN. SHORT QUANTITATIVE AND QUALITATIVE ANALYSIS
type: item
description: This article discusses the nature of discourse about confrontation and rivalry which takes place between women (and men) as portrayed in materials published in 50 selected Facebook profiles for/about women. The women portrayed in those profiles were competing with other women or men, on a number of levels relating to their professional careers, sports and other elements of their lives. The areas in which confrontations were identified included: promotion; management of staff and subordinates; salary increases and success. Both quantitative and qualitative analysis (BuzzSumo and Atlas. ti as a research tools) of the discourse were applied. The answers to questions regarding the tone of the materials in this sector of selected Facebook profiles were obtained.
subject: Articles
  topic: section
subject: mass media
  topic: keywords
subject: a woman
  topic: keywords
subject: confrontation
  topic: keywords
subject: discourse
  topic: keywords
subject: qualitative analysis
  topic: keywords
creator: Przemysław Pawelec
creator: Wojciech J. Cynarski
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 124
ending page: 133
doi: 10.57656/sc-2023-0010

THE SOCIAL POTENTIAL OF FACT-CHECKING IN VERIFYING INFORMATION ABOUT THE WAR IN UKRAINE - A CASE STUDY
type: item
description: The emergence of new media has turned the formerly passive recipients of content into active users who, as a part of various initiatives, are willing to establish virtual communities. The aim of the argument is to present the social dimension of fact-checking in social media through the example of the analysis of the profile of the Demagog Association in the first month after the outbreak of the war. The author will attempt to answer questions about the social nature of fact-checking - what topics and values the community in the Demagog profile gathers around, whether fact-checking has social potential and whether the community around fact-checking organizations has the potential to educate and activate the rest of society in social media.
subject: Articles
  topic: section
subject: fact-checking
  topic: keywords
subject: fake news
  topic: keywords
subject: post-truth
  topic: keywords
subject: Demagog
  topic: keywords
subject: social media
  topic: keywords
creator: Joanna Urbaś
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 111
ending page: 123
doi: 10.57656/sc-2023-0009

VOD IN POLAND. MARKET DYNAMICS AND DEVELOPMENT DIRECTIONS
type: item
description: In this article we try to understand the structure and dynamics of the Polish VOD market. An analysis of VOD consumption data provided by Gemius shows that Polish VOD market consists of both global and local players offering international and local productions. The number of viewers has flattened over time suggesting that in the future there will be less room for organic growth and the competition will likely shift to persuading users to spend more time watching videos by multiple attempts to make the library more sticky and interesting. The results of an additional technical analysis suggest that the top player is also the most technically advanced one and provides best experience, which might have an impact on the market performance.
subject: Articles
  topic: section
subject: VOD
  topic: keywords
subject: video
  topic: keywords
subject: platform
  topic: keywords
subject: streaming
  topic: keywords
subject: television
  topic: keywords
subject: viewership
  topic: keywords
creator: Aleksandra Chmielewska
creator: Nikodem Sarna
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 96
ending page: 110
doi: 10.57656/sc-2023-0008

COLOR AS A TOOL FOR CONVEYING INFORMATION IN INFOGRAPHICS
type: item
description: Color is a powerful tool that can be used to influence our emotions, behavior and perception of the world. Therefore, color has not only an aesthetic function, but it can also fulfill certain purposes. In addition to the symbolic transmission of information, it can help organize content or draw attention of recipients to specific elements. This is one of the key components that build an infographic. The importance of color in information graphics and some of the mechanisms of its effect are described in this article. Examples of infographics showing the importance of appropriate colors in practice are also analyzed. Colors can be used to highlight the most important information, grab the reader’s attention, and make the data easier to understand. Properly selected colors can make the infographic more engaging.
subject: Articles
  topic: section
subject: colors
  topic: keywords
subject: infographic
  topic: keywords
subject: information design
  topic: keywords
subject: meaning of color
  topic: keywords
creator: Gabriela Gabriela Piechnik-Czyż
creator: Zuzanna Gruszczyńska
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 83
ending page: 95
doi: 10.57656/sc-2023-0007

ENGAGEMENT OF MICROINFLUENCERS IN THE FIELD OF SUSTAINABLE FASHION
type: item
description: The presented article deals with the issue of micro-influencers on social networks, focusing on micro-influencers in the field of sustainable fashion. In the theoretical part, we deal with social networks, influencer marketing, a closer definition of a micro-influencer and the sustainable fashion industry. With the help of a questionnaire survey, we are trying to find out their engagement in this sector from the point of view of users of social networks. We analyse the obtained data in more detail in several sections. In order to fulfil this goal of the work, we set several research questions, which we answer at the end of the work and compare them with other researches.
subject: Articles
  topic: section
subject: engagement
  topic: keywords
subject: micro-influencer
  topic: keywords
subject: on-line questionnaire
  topic: keywords
subject: social networks
  topic: keywords
subject: sustainable fashion
  topic: keywords
creator: Zuzana Schlosserová
creator: Michaela Pániková
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 65
ending page: 82
doi: 10.57656/sc-2023-0006

THE PROMOTION OF VEGANISM BY INFLUENCERS. A CASE STUDY OF SELECTED INSTAGRAM PROFILES
type: item
description: Social media functions as a space for various activities, not only in the personal or business dimension, they are also a tool for promoting important ideas. Social media can be used by both institutions and private individuals – especially influencers who reach a wide audience with their message. The article discusses the issue of the promotion of veganism by (social) influencers. The author analyses, in a form of a case study, selected Instagram profiles in terms of content and form of messages in order to do this. The starting point for the considerations is the characteristics of social media (with particular emphasis on Instagram) and the explanation of the term influencer and other related issues. The article also introduces the issue of the multidimensionality of veganism.
subject: Articles
  topic: section
subject: social media
  topic: keywords
subject: Instagram
  topic: keywords
subject: influencers
  topic: keywords
subject: promotion of veganism
  topic: keywords
subject: multidimensionality of veganisms
  topic: keywords
creator: Barbara Sitko
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 54
ending page: 64
doi: 10.57656/sc-2023-0005

COMMUNICATION APPROACH BETWEEN DOCTORS AND PATIENTS REGARDING COVID-19: A STUDY ON MHEALTH APPS
type: item
description: This study investigated the communication approach between doctors and patients on mHealth apps in Bangladesh. To fulfill the research objectives, this study employed a qualitative research approach. The study addressed the treatment-providing process concerning COVID-19. It outlined how the patients get informed about the apps and examined what type of communication is most beneficial to the users on these apps. In addition, it ascertained the users’ views on considering the apps as an alternative to in-person communication. The findings suggest that mHealth apps have become more significant in the healthcare sector, as they provide convenient accessibility, specific care, and efficient ways to communicate for patients and healthcare professionals, particularly during times of crisis like the COVID-19 pandemic.
subject: Articles
  topic: section
subject: Communication Approach
  topic: keywords
subject: Doctors
  topic: keywords
subject: Patients
  topic: keywords
subject: COVID-19
  topic: keywords
subject: mHealth Apps
  topic: keywords
creator: Sajida Ferdous
rights: Copyright (c) 2023
date: 2024-01-11
publication date: 2024-01-11
starting page: 43
ending page: 53
doi: 10.57656/sc-2023-0004

THE ROLE OF COMMUNICATION AND ADVOCACY IN RESOLVING CULTURE-BASED CONFLICT: LESSONS FROM EFFORTS TO COMBAT FGM PRACTICES IN KENYA
type: item
description: This study examines the role of communication and advocacy in resolving culture-based conflicts in Kenya, focusing on the harmful practice of Female Genital Mutilation (FGM). While existing studies on conflicts in Kenya have focused on inter-group violence, such as class, political and ethnic conflicts, few studies have examined how cultural practices constitute violence, and few have offered recommendations on how to deal with cultural conflicts and violence. Culture-based conflicts in Kenya, particularly those related to harmful cultural practices like Female Genital Mutilation (FGM), have been a persistent challenge. While communication and advocacy are often cited as essential in conflict resolution, their application in resolving culture-driven violence in Kenya and many African countries remains low. This study aims to contribute to the growing literature and debates on cultural violence by (1) examining cultural-based violence in Kenya, (2) assessing how communication and advocacy techniques and strategies can be used in FGM advocacy campaigns in Kenya, (3) evaluating the potential impact of these strategies especially in changing attitudes and behaviors towards FGM. The study will conclude with a set of recommendations that are aimed at reducing cultural violence in Kenya through the use of communication and advocacy.
subject: Articles
  topic: section
subject: Communication
  topic: keywords
subject: advocacy
  topic: keywords
subject: FGM
  topic: keywords
subject: Culture-based conflicts
  topic: keywords
creator: Christabel Odera
creator: Israel Nyaburi Nyadera
creator: Samuel Juma Ouma
rights: Copyright (c) 2024
date: 2024-01-11
publication date: 2024-01-11
starting page: 24
ending page: 42
doi: 10.57656/sc-2023-0003

TECHNOLOGY AS A MEDIUM OF ARTISTIC CREATION: THE CASE OF BIOTECHNOLOGY
type: item
description: In recent decades, artists have lost interest in the search for new solutions. In the celebration of traditional techné, and in pursuit of means of expression, they have turned to extreme areas of human activity or to the field of science and new technologies. The latest gene-editing technologies open up new challenges for art and force a rethinking of the interpretation of projects, artefacts, performances, and installations by artists focused on biotechnology. This is especially due to the fact that, for the time being, art criticism is in thrall to a posthuman discourse (grounded in theories of postmodernism) that at various levels focuses on the nature– culture opposition, primarily delimiting the biological aspects of humans to the interspecies social relationships of human and non-human beings. Because of this, artists and critics lack appropriate philosophical concepts to develop interpretive frameworks for art that reach into the realm of empirical investigations of human nature. Transhumanist discourse seems to offer a solution of sorts. Although still evolving and facing ethical critiques, it provides a more appropriate (emulative) framework for some contemporary artistic activities than the existing posthuman discourse.
subject: Articles
  topic: section
subject: transhumanism
  topic: keywords
subject: posthumanism
  topic: keywords
subject: transhuman art
  topic: keywords
subject: gene editing
  topic: keywords
subject: co-evolution
  topic: keywords
subject: Maja Smrekar
  topic: keywords
subject: Patricia Piccinini
  topic: keywords
creator: Bogumiła Suwara
rights: Copyright (c) 2024 Social Communication
date: 2024-01-11
publication date: 2024-01-11
starting page: 11
ending page: 23
doi: 10.57656/sc-2023-0002

“DADIFICIAL” INTELLIGENCE. FATHERHOOD FROM THE MIDJOURNEY PERSPECTIVE
type: item
description: As artificial intelligence takes an increasingly important place in professional and private life, its rapid development makes the study of the field a constant exploration. One of the most recent popular AI-driven platforms—Midjourney—offers millions of users a creative text-to-image perspective on any topic. It is used by artists, creative directors in advertising agencies and architects, among others. What about researchers and scientists? The aim of the article is to analyze the role of Midjourney as a social research tool. The paper uses an analysis of the AI’s image definition of the evolving social and communication topic of fatherhood to discuss the role of AI-generated images in digital ethnography and social science, especially when we consider AI not only as a research tool but as a content creator and a researched “individual.”
subject: Articles
  topic: section
subject: artificial intelligence (AI)
  topic: keywords
subject: Midjourney
  topic: keywords
subject: fatherhood
  topic: keywords
subject: exploratory research
  topic: keywords
creator: Radosław Wierzbiński
rights: Copyright (c) 2023 Social Communication
date: 2024-01-11
publication date: 2024-01-11
starting page: 1
ending page: 10
doi: 10.57656/sc-2023-0001

NECROMARKETING IN THE MEDIA AND MARKETING COMMUNICATIONS
type: item
description: Death is an inseparable part of life. This paradoxical statement expresses the inevitability that each individual will encounter death. The demise of human existence is often stereotyped in media, and used in a variety of commercial purposes as away of drawing attention. When death and tragedy are used in marketing communication, it is called necromarketing. There are two approaches to the tool of necromarketing: explicit and implicit. Explicit necromarketing displays catastrophes, misfortunes and deaths in their direct form, while implicit necromarketing indirectly presents of the death.
subject: Articles
  topic: section
subject: Necromarketing, Marketing, Mass Media, Advertising, Death
  topic: keywords
creator: Łukasz Wojciechowski
rights: Copyright (c) 2023
date: 2015-01-01
publication date: 2015-01-01
starting page: 15
ending page: 29
doi: 10.1515/sc-2015-0007